After years of effort, the athletic shoe brand finally shook the perception that it abused workers. The retailer's new biggest challenge is mounting competition from companies like UnderArmour, New Balance, Adidas, and Lululemon.
The arms race to capture "athleisure" shoppers has led to a rush of innovation, and products that consumers can't resist. And Nike has retained its stronghold. The Flyknit material, which debuted two years ago, is lightweight, minimalist, and fits like socks.
Nike uses "automated, high-tech knitting [technology] to 'weave' the shoe's upper" half into one piece, instead of several pieces that are stitched together, according to a recent research note by Deutsche Bank. New running shoes include the LunarTempo, which is designed for distance runners.
Nike is also innovating running apparel to better compete with Lululemon, Under Armour, and Adidas. It also lets them share photos and compare progress with their friends. Data also shows that millennials believe exercise is essential for health, while their parents only focused on diet. While the popularity of yoga pants and sneakers is often cited as a fashion trend, Morgan Stanley analysts believe that shoppers are hooked on casual comfort.
It rose up from the bottom and became a top selling brand demanded by the public. Corporate Social Responsibility The issue that will be addressed is whether or not corporate foundations are driven by a genuine demonstration of social responsibility or if the corporations are more concerned with the public relation involved and enhancing their own image.
Login Join. Open Document. Our attention has always been on delivering good products and building up a good reputation and public image. A new challenge is confronting our company and that is its public image. Lately we have been put in the center of media attention regards to our ethics with our employees and practices used in our factories.
We have been classified as an unethical company, bad treatment of our employees, bad payment rates and bad working conditions. Their research marks us with poor working conditions, below-subsistence wages and worker abuse, that we have problems in our policy behaviors and that our supervisors exceed with their punishments.
They have raised this issue to a high importance and brought it to the public eye. It seems that it already has affected our customers view towards our company image and our reputation has been affected. We have to take all possible measures to put an end to this bad advertisement and prevent from developing to another higher and more damaging stage.
We set our rules and make necessary changes before outsiders oblige us to so. International institutions, human rights organizations and employee unions has started to pay attention and take it as a very serious matter. Strikes has been organized by our employees in countries where our factories are based, legal interventions has been taken in some cases and all this is getting more and more constructive and organized.
Brief History of what our company has done related to the issue. In our contracts with our suppliers and factories we have been very strict on the matter of these problems and issues.
This failed at improving factory quality because factories would only improve conditions for the inspections and then regress back to the old conditions Townsend, Though this is a very big step in the right direction, Nike still chose not to increase wages for the workers Townsend, This raises the question again, is Nike only promoting sustainable factories because they will be cheaper for Nike, or are they trying to be ethical by improving the working lives of its employees.
Connor, T. May Donaldson, T. Rights in the Global Market. Herbert, H. In America; Nike Blinks. The New York Times. May 21, Niesen, M. How Nike Solved its Sweatshop Problem. Business Insider. May 9, Nike, Inc. Fair Labor Association.
Wall Street Journal. April 21, Spar, D. Harvard Business School. Townsend, M. May 3, Wokutch, R. Nike and its critics: Beginning a dialogue.
Jun A post shared by nike nike on Jan 22, at pm PST. Nike had a relatively peaceful year in terms of PR disasters that most brands find themselves in. The move was met with mixed reactions with many praising it while many dismissed it. Many claimed that hijab normalizes the oppression of women and threatened to boycott Nike as a result. The brand remained tight-lipped on social media. Believe in something, even if it means sacrificing everything.
JustDoIt pic. Nevertheless, this campaign received an equal amount of positive social media coverage and support from their fans. Nike is all about its brand identity on social — visually stunning content that showcases the Nike lifestyle. Instead of just selling the product, Nike takes a holistic approach to center their brand identity around the concept of fitness and a healthy lifestyle. Nike does not believe in crowding their social media profile with posts.
They focus on creating quality content and promoting it whenever they post, rather than posting frequently. Posts and stories that celebrate positivity and empowerment is an effective exercise in emotional branding for Nike.
Nike leaves no stone unturned for promoting their campaigns on social media. The brand curated different strategies for the different social channels and successfully utilized their offline campaigns to create the much needed hype. With their friendly and approachable attitude to customers, Nike does not let down their fans. Their eagerness to streamline all the discussions and complaints to their dedicated customer service channel showcases the importance the brand places on their fans.
Nike capitalizes on their high-profile influencers on social media as well. Their diverse set of influencers across different sports acts as a credible and trustworthy voice for the brand. Want to scale up your social media efforts and gain meaningful insights like this?
This report was put together using Unmetric Analyze. It listens to what over , brands are saying on social media and understands how the audience is reacting to that. Clients use Unmetric to help them create better content, get more certainty around their social media strategy and automate all their reporting.
Choose Unmetric to get insights and 7 years of brand data that helps you improve your content engagement.
0コメント